Suavitel Love Tag

Background

Suavitel, a premium fabric softener in Latin America, was facing increased pressure and competition from local brands. Suavitel’s objective was to get people to try Suavitel, something the company believed would, in turn, lead to brand preference and loyalty. Experience showed that once people tried Suavitel, they often became fans for life. So efforts were quickly focussed on driving trial among young mothers. The budget for the project was $200,000. The Love Tag was introduced on a small scale at a retail event in Bogota, Colombia. The event included product demos and sampling, and served to prove the effectiveness of this new sampling method for large-scale distribution throughout the rest of Latin America.